Case Study: Tata Sky achieves refined KPIs and increased user engagement with Mixpanel

Tata Sky - Customer Case Study

Tata Sky, led in product by Vinati Malik, is a 14‑year‑old leader in India’s pay‑TV market with 22 million set‑top‑box subscribers that has been forced to evolve from a DTH broadcaster into a screen‑agnostic content aggregator. The company needed to manage a massive combined OTT catalog, improve search and recommendations, and stop churn by boosting downloads, registrations and engagement — challenges intensified by COVID‑19’s rapid changes in viewing behavior and content availability.

Tata Sky partnered with Mixpanel to unify KPIs, build common dashboards, and analyze user behavior across its mobile app and Binge aggregator. Analytics helped prioritize product work (notably a new search experience), refine recommendations from a huge catalog, and target retention efforts; during COVID, curated free offerings drove strong short‑term uptake. The result was clearer product prioritization, improved personalization and engagement, and measurable gains in acquisition, usage and retention as the company moves toward a 360° customer view.

Tata Sky

Vinati Malik

Senior Vice President of New Product Development